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WWV.pdf

Marketing OGZ
PRO
July 01, 2022
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 WWV.pdf

Marketing OGZ
PRO

July 01, 2022
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Transcript

  1. 1

  2. 2 TITLE OF THE PRESENTATION WHO AM I Marco Suurland

  3. 3 TITLE OF THE PRESENTATION I WORK FOR

  4. 4 TITLE OF THE PRESENTATION

  5. 5 TITLE OF THE PRESENTATION

  6. 6 TITLE OF THE PRESENTATION WAY OF WORKING ECOM OPERATING

    MODEL
  7. None
  8. 8 HIGHLIGHTS Cross functional effort to upgrade complete HUGO BOSS

    @ Douglas.nl New PDP (+) for all major lines SEO optimized text GIF/VIDEO/KV IMAGES inspiration BRAND PAGES refresh RESULTS • CARS from 48% → 80% • PDP+ from 21% → 69% • Ecom SELL-OUT HB • FYTD IX240 COMPLETE MAKE-OVER HUGO BOSS COTY LUX – NEW PDP‘S, PDP+ UPGRADES, UPGRADED BRAND PAGES, SEO TEXTS NEXT STEPS • GUCCI, Chloé, Marc Jacobs • Check possibility Fragrance finder for HUGO BOSS
  9. 9 TITLE OF THE PRESENTATION WHY REVIEWS!!!!

  10. 10 RATING & REVIEWS APPROACH BENELUX COTY BENELUX CB &

    PRESTIGE - 1 2 3 Continuous Paid Continuous Owned Adhoc Paid • +1.000 members • Always on • CB & Prestige • Legally Checked • 30% - 80% Conversion • Beauty Platform • Independent • USG Photo’s & Video • Legally Checked • 75% Conversion • New Launches • Best Sellers • E-sampling • Legally Checked • 5% – 85% Conversion KYLIE Max Factor Rimmel Chloe Bruno Banani Lancaster HUGO BOSS Total Parcels Send 6,290 3,000 3,200 5,100 1,160 1,008 10,000 29,758
  11. None
  12. 12 HIGHLIGHTS Local influencer activation Swipe up to retailer Collab

    Marketing/eCom/Retailer Gucci Beauty → Bijenkorf RESULTS Spectacular Online growth • Sell-Out Gucci Beauty +783% • Online Penetration 86% SOCIAL ACTIVATION GUCCI BEAUTY BIJENKORF NEXT STEPS • This is only the beginning • Influencer activation for • Philosophy • Gucci • Hugo Boss INFLUENCER ACTIVATION SELL-OUT EXPLOSION
  13. 13 SOCIAL COMMERCE IS ON A BIG RISE CHINA LEADING

    THE WAY, REST OF THE WORLD FOLLOWING IN ALL INDUSTRIES 474 bn US$ 1948 bn US$ 2026 2020 Global Social Commerce Market size all industries In 2020 68% of the contribution is coming from China Ranking per industry: #1 Fashion and Apparel #2 Personal & Beauty Care #3 Home Products #4 Accessories 36% USED IT ONCE 9% USE REGULARLY 15% CHINA 5% USA Penetration: estimated % on total e-commerce sales in 2023: Social Commerce adoption US adults 2020: Sources: KVB Research, E-marketer, Business Insider e-com sales mkt supply f&a md leads consults CONCEPT Live Streaming debut featuring China’s ‘Lipstick King,’ Austin Li RESULTS 4x 20k lipsticks sold in 15 min. daily recruitment GUCCI X AUSTIN LI ONTMALLLIVE STREAMING
  14. 14 WHERE SOCIAL COMMERCE COMES FROM? SOCIAL &COMMERCE PLA TFORMS

    TEND TO COVERTHE FULL FUNNEL AWARENESS ENGAGEMENT T raditional Western Social Networks... … Are integrating Social features In China, it is already blended. Social- focus platforms and E-com- merce-focus platforms cover both sides of the funnel. WeChat Douyin Red Weibo … Are integrating Commerce features to sell Checkout integrated services T raditional Western E-commerce platforms... CONVERSION LOYALTY Social-focus platforms E-commerce-focus platforms PinDuoDuo
  15. 15 TITLE OF THE PRESENTATION KYLIE & LANCASTER DOUGLAS LIVE

    & INSTAGRAM LIVE NETHERLANDS 9X 3X
  16. 16 TITLE OF THE PRESENTATION TEASER LANCASTER LIVE @ DOUGLAS

    TEASER REPLAY HOMEPAGE TAKEOVER AND WE ARE LIVE
  17. 17 TITLE OF THE PRESENTATION BEHIND THE SCENES LANCASTER LIVE

    @ DOUGLAS TRUE COLLABORATION BETWEEN ECOM, MARKETING, SALES, INFLUENCER & PR & RETAILER
  18. 18 HIGHLIGHTS 8 Live streams organized together with Marketing /

    IM / eCom & Sales Boost Visibility Boost Sales Engage with customer directly Happy Retailer RESULTS • X3-5 Page Views • Conversion • High Visibility • High engagement (chat) SOCIAL COMMERCE COTY BENELUX LUXURY – DOUGLAS/INSTA LIVE X KYLIE NEXT STEPS • POP-up Shop KYLIE • 3x Live with Lancaster Sun Season • Fragrances • Boost Replay value
  19. 19 TITLE OF THE PRESENTATION VIRTUAL TRY ON

  20. 20 TITLE OF THE PRESENTATION WHO AM I Marco Suurland